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Yorkshire Wildlife Trust
Building a social media strategy to help wildlife stories reach more people
Services
Yorkshire Wildlife Trust asked me to review its social media activity and develop a clear strategy to help the organisation grow its reach, strengthen engagement and create a more consistent approach to content planning.
Working closely with the communications team, I carried out a full content and performance review before developing a practical strategy, planning framework and training programme that could be embedded into day-to-day communications.
The Challenge
Like many busy communications teams, Yorkshire Wildlife Trust was creating a wide range of excellent content, but wanted greater clarity on what was driving results and how its channels could work harder.
The team needed a strategy that was practical, evidence-based and tailored to the different roles that Facebook and Instagram play, while also providing clear guidance that could be used across the organisation.
My Approach
I carried out a detailed review of Yorkshire Wildlife Trust's Meta channels, analysing content performance, audience behaviour and platform best practice to identify opportunities for improvement.
Using these insights, I developed a social media strategy that included:
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A content and performance audit of Facebook and Instagram
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Platform-specific recommendations
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A long-term content strategy and content pillars
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Content planning templates and workflow guidance
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Measurement framework and reporting recommendations
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An interactive training workshop for the communications team to help embed the strategy across the organisation.
The Impact
Rather than delivering a report that sat on a shelf, the project gave Yorkshire Wildlife Trust a practical framework for creating more effective social media content.
The strategy provided the team with:
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Clear content pillars to guide future planning.
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Platform-specific recommendations for Facebook and Instagram.
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A more streamlined content planning process.
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Practical guidance on creating content that feels authentic, engaging and optimised for each platform.
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A shared understanding across the communications team of how social media supports wider organisational goals.
The training workshop also equipped the team with the confidence to apply the strategy in their day-to-day work, ensuring the recommendations could be implemented long after the project had finished.
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